There are so many essentials to consider when designing an office - functionality, space, cost - that few people think of it as a means of distinguishing their business from every other business in the market.  After all, an office will impress clients and woo employees as long as it looks nice, right?

Wrong.  A workplace need to do more than look smart.  It has an invaluable role in the battle against perceived sameness, helping a company stand out as being relevant to its customers.  I recently met an eminent firm of solicitors seeking advice on a new filing system.  The managing partner proudly told me. "we just had a complete refurb 12 months ago.  What do you think?  "oh dear, I thought.  Here's a no-expense-spared shiny new reception.  But it could be anyone's shiny new reception.  Any old accountancy firm.  Any random waiting room.

The designers had totally failed to understand what makes this particular firm tick, it's character and distinctiveness were hidden by the trappings of 'fashionable new office' syndrome.  What a waste of a marketing opportunity.

Consider this.  Your brand can represent up to 80% of your market capitalisation, and your office is probably your big expense.  So you owe this asset some serious thought when it comes to projecting your corporate personality.  Or it could be most prominent liability!